WHY INVEST IN NOVOTEL - Accor€¦ · hotels in 60 countries • Strong brand awareness > 50% in >...

WHY INVEST IN NOVOTELA C C O R G L O B A L D E V E L O P M E N T

F E B R U A R Y 2 0 1 9

TIME IS ON YOUR SIDE

At Novotel, we believe that quality time is about making everyday moments matter.

Everything has been thought to enhance our guests’ life balance, sense of well

being but also enjoyment. Whether through our intuitive & modern design or our

large range of rewarding experiences, everyone can disconnect from a busy life or

make time to connect with their family, friends or colleagues.

This combination makes Novotel the perfect spot for travellers and locals to have a

drink, a bite to eat, to work, play or just relax.

RELAXED LIVELY COMFORTED ENERGIZED

WHY INVEST IN NOVOTEL | POSITIONING — 2

WHY INVEST IN NOVOTEL | BRAND USPs — 3

THE MOST RELIABLE &

WELL KNOWN BRAND OF

ITS CATEGORY

• Large global footprint of 500

hotels in 60 countries

• Strong brand awareness > 50% in

> 10 feeder markets

• Best-known & trusted upper

midscale "full services brand"

• Perfect mix of business / leisure,

group or individual

INTUITIVE & EFFECTIVE

DESIGN

• Flexibility within a framework - 4

new full hotel concepts

developed by international

designers

• Brand fluidity, modularity &

multifunctionality

• Optimized valued engineering =

best construction & FFNE costs

FAMILY FRIENDLY

• Best family offer on the market -

Kids < 16 year old pay 0€,

family discounted rooms + kids'

welcome gift + kids' corner +

kid's menu

• Leveraging the occupancy in

lower periods (week ends &

holidays)

NOVOTEL TOP 3 USPs

NETWORK AND PIPELINEEUROPE

NETWORK

31,067 ROOMS

330 HOTELS

PIPELINE

2,908 ROOMS

23 HOTELS

Official figures, December 2018, including Novotel Suites

AMERICAS

NETWORK

8,904 ROOMS

44 HOTELS

PIPELINE

1,039 ROOMS

7 HOTELS

AFRICA –

MIDDLE EAST

NETWORK

6,043 ROOMS

30 HOTELS

PIPELINE

7,356 ROOMS

28 HOTELS

ASIA-PACIFIC

NETWORK

39,148 ROOMS

155 HOTELS

PIPELINE

15,935 ROOMS

66 HOTELS

FRANCE

NETWORK

17,943 ROOMS

135 HOTELS

PIPELINE

841 ROOMS

7 HOTELS

73% Managed

27% Franchised

OPERATING MODE

9%

17%

30%

38%

6%

Geographical

split

100%

526

103,105

60

NEW HOTELS BY 2023

NEW ROOMS BY 2023

131

29,380

HOTELS

ROOMS

COUNTRIES IN 2018

WHY INVEST IN NOVOTEL | NETWORK & PIPELINE — 4

FLAGSHIPS 2018

Novotel London Heathrow Airport T1 T2 and T3, United Kingdom

166 Rooms


FLAGSHIPS 2018

Novotel Dubai Al Barsha, United Arab Emirates

465 Rooms


FLAGSHIPS 2018

Novotel Buenos Aires, Argentina

129 Rooms


FLAGSHIPS 2018

Novotel Singapore On Stevens, Singapore

254 Rooms


FLAGSHIPS 2018

Novotel New York Time Square, U.S.A.

480 RoomsWHY INVEST IN NOVOTEL | NETWORK & PIPELINE — 9

LATEST OPENINGS

Novotel Brisbane South Bank, Australia

238 Rooms, May 2018Novotel Ambassador Seoul Dongdaemun, South Korea

523 Rooms, July 2018

Novotel Bangkok Sukhumvit 4, Thailand

185 Rooms, October 2018

Novotel Kochi Infopark, India

128 Rooms, March 2018


KEY UPCOMING OPENINGS

SecuredPipeline fromend 2018


EUROPE

Bulgaria, Sofia Novotel, 150 rooms

France, Paris, Paris Parc des Expositions Porte de Versailles, 245

rooms

Georgia, tbilissi, cathedral, 180 rooms

Kazakhstan, almaty, ALMATY CENTER, 190 rooms

Russia, Moscow, Moscow Rechnoy Vokzal, 220 rooms

AMERICAS

Brazil, Belo Horizonte, BH savassi, 203 rooms

Peru, Lima, Lima Surco, 112 rooms

ASPAC

Australia, Melbourne, MELBOURNE little Lonsdale street, 213 rooms

China, Shanghai, Shanghai Yu Garden, 165 rooms

China, Chongqing airport, 465 rooms

India, New delhi City Centre, 120 rooms

India, Bengaluru, 150 rooms

Indonesia, Bali ubud, 130 rooms

Indonesia, Jakarta Pantai Indah Kapuk « Sedayu », 429 rooms

Philippines, Manila, Suites Manila Acqua, 310 rooms

Thailand, Phuket Naiharn Beach, 650 rooms

Thailand, Novotel Suites Bangkok SukhumviT 34, 148 rooms

Vietnam, Hanoi, Hanoi Thai Ha, 366 rooms

MIDDLE EAST & AFRICA

Ivory Coast, Novotel Abidjan VGE, 200 rooms

Oman, Muscat Azaiba, 200 rooms

Qatar, Doha, Doha WEST BAY, 396 rooms

Qatar, , Doha Mansoura, 541 rooms

Saudi Arabia, Jiddah, Jeddah Prince Sultan, 205 rooms

Saudi Arabia, Jiddah, Novotel Suites Jeddah Quraish, 200 rooms

Saudi Arabia, Mecca, Makkah Al Naseem, 480 rooms

Tunisia, Tunis, Tunis Lac, 124 rooms

United Arab Emirates, Dubai, Burj Khalifa Street, 261 rooms

United Arab Emirates, Dubai, Dubai Creek Park, 220 rooms

KEY UPCOMING OPENINGS

Novotel Creek Park, United Arab Emirates

220 Rooms, Januray 2020Novotel Suites Almaty, Khazakhstan

50 Rooms, April 2021

Novotel Moscow Taganskaya, Russia

156 Rooms, November 2020

Novotel Tunis, Tunisia

176 Rooms, October 2021


DESIGN PHILOSOPHY

Novotel Singapore On Stevens,

Singapore

THROUGH

INTUITIVE & NATURALLY

MODERN DESIGN

Every aspect of a Novotel,

from the welcoming, relaxed multipurpose lobby

to the informal bar to the spacious rooms,

uses elegantly simple contemporary design

to create a warm, friendly atmosphere.

OUR BRAND POSITIONING IS

EXPRESSED

WHY INVEST IN NOVOTEL | KEY PROGRAMS — 13

Take time & make time

ENSURINGTIME WELL SPENT

We make sure our guests can choose betweenrelaxing moments, disconnecting from theirbusy life, and energizing social moments,connecting with friends, colleagues or family.

This will come to life through in-hotel programs :

- TAKE TIME to rest & relax for you or yourloved ones to refresh, reset and feel good.

- MAKE TIME for those you know or those youdon’t, to get together to try something new or justhave fun.

We’ll provide a catalogue of in-hotel eventsand activation supported by dedicatedglobal & local partnerships.

BRAND PROGRAMS


LOBBY & RECEPTION

LIVELY AND

RELAXED SOCIAL

HUBS

Novotel Suzhou Sip, China


3 NEW DESIGN ROOM CONCEPTS

MODULAR &

SPACIOUS

METRO concept SUNDUKOVY SISTERS concept

RF STUDIO concept


From one size fits all to freedom in a frame

• from 20 to 30 sqm


N’ROOM BY NOVOTEL SUITES

MORE SPACE MORE

FLEXIBILITY30 sqm room

BED HUB

« Live N’ Dream »

MODULAR LIVING

« Lounge N’ More »

REGENERATING BATHROOM

« Relax N’ Refresh »

AMAZING SCREEN

« Connect N’ Enjoy »

N’ROOM BY NOVOTEL

MODULAR &

SPACIOUSFrom one size fits all to freedom in a frame – from 20 to 30 sqm

BED HUB

« Live N’ Dream »

MODULAR LIVING

« Lounge N’ More »

REGENERATING BATHROOM

« Relax N’ Refresh »

AMAZING SCREEN

« Connect N’ Enjoy »

LIVE N’DREAM BED

A UNIQUE BEDDING

EXPERIENCE• 2 soft pillows thatsupport your neck

• 2 “smart pillows” to fold when sitting up andunfold for sleeping

• A warm but light duvet

• A memory-foammattress that adapts to your back

• A flexible slatted bed base that matches and absorbs movement


FOOD BAR WITH GRAB &GO

THE HEART OF

THE SOCIAL HUB

Novotel Bangkok Sukhumvit 20, Thailand

Novotel Toulouse Centre Compans Caffarelli, France Novotel München Airport, Germany


Deliciously balanced Food & Beverage

FAMILY & NOVOTEL

FAMILIES ARE ALWAYS

VIPS AT NOVOTEL

BOOKING

Kids stay free in parents’ room

50% off the 2nd room for

children

CHECK IN & OUT

Welcome gift & late check-out

STAY

Family play area &baby equipment

ROOM

Family roomsincluding dedicated TV channels

FOOD & BEVERAGE

Kids’ menu and free

breakfast

SPECIALS

Extra-special year-round

offers


T&C GLOBAL BRANDPROGRAM

To know more about thecontent of the Accor story: Heartiststory.com

WHY

WHO

WHATWE CONNECT HEARTS

ALL AROUND THEWORLDWE AREHEARTISTS®

WE MAKE

THEWORLDA MORE

WELCOMING PLACE

WE PLACE PEOPLE AT

THE HEART

OF EVERYTHINGWE DO

All 250.000 of our hearts beat collectively; we are united beyond brands, countries or jobs. Now, we are united by one purpose, we are one heartbeat away from connecting hearts all around the world.Every day we actively engage with guests and colleagues. When you think about it, being part of Acco-rHotels means that we are ultimately all connected.This connection we have with each other is what makes us one brand.

We all have deep feelings and are driven by our passion for people. Guests, colleagues, everyone is wel-come. We place people at the heart of everything we do, and that is the ONLY way we do it.

We are driven to connect hearts all around the world. This onlyworks if we, HEARTISTS®, all around the globe, make the world a more welcoming place, moment after moment.

We master the fine art of welcoming, connecting, and serving others.

Generous, creative and free,we are passionate about people,

attentive to the world. We know how

Passionate and sensitive, every-

thing we do comes from the heart

Creative and curious, weare experts in what

we do.

WHY INVEST IN NOVOTEL | COMMUNICATION — 21

90%I try to make the most of the moments

that matter in my daily life.

56%If I could choose, I’d

rather have more time

than more money.

(Source: IPSOS 2018)

TIME IS ON YOUR SIDEA WORLDWIDE COMMUNICATION MOMENTUM

The new communication

campaign showcases

Novotel hotels as places

where guests can spend

their time well.

A 360° communication

plan will be launched in

key markets supported by

a strong media plan in 8

countries in 2019.


SOCIAL MEDIA

ECOSYSTEM

In line with the 2 brand programmes, Novotel accounts

inspire and engage the communityto press pause on their timeline and in real life… A strong value

proposition to help the Life-Balance Seekers spend their time well.

589K fans

1 global page

11 country pages

38K followers

1 global account

Hotel accounts


NOVOTEL.COMECOSYSTEM

11 GEOLOCATED

VERSIONS

21M€ revenue

generated

MORE THAN

800 000

ROOMS

BOOKED

2M

SUBSCRIBERS

TO THE

NEWSLETTER

+400

MAILINGS

PER YEAR


Novotel London Canary Wharf,

United Kingdom


Brand perception

Efficient and intuitive, Novotel is seen as “easy living” and

intuitive by 50-

80% of guests

Brand margin

23.5€around the world.

REPUTATION PERFORMANCE

SCORE

83.8%in

2018

Source: BEAM by end of 2018 Source: TrustYou by end of 2018

WE MEASURE SUCCESS THROUGH THE EVOLUTION OF:

Brand awareness

55%

Our objective is to raise awareness by 2

pts.

Our objective is to maintain this pricepremium.

Our objective is to improve our image of

modernityand create emotional

connections between the brand and its

customers.

Our objective isto reach 83.56 pts in

2018.

WHY INVEST IN NOVOTEL | PERFORMANCE — 26

Source: BEAM by end of 2018 Source: BEAM by end of 2017

BRAND AWARENESS (%)

78

56

64

46

75

63

71

68

39

70

6

61

6763

49

EUROPE AMERICAS ASPAC MEA

Source: BEAM - Brand Equity & Awareness Monitoring December 2018 |

Base: Affluent & Luxury hotel users = users having spent at least 1 stay in a luxury hotel over the last 12 months, 6 nights + in any type of paid-for accommodation,

top 30% income within country


Brand Margin® measures the financial premium which the brand name adds to the intrinsic value of the same hotel stay with an unbranded alternative. A Brand Margin® of 10€ means that

« Consumers think it is worth paying on average 10€ more per night to stay with brand X compared to an unbranded equivalent ».

Brand Margin ® in €. Traveller representative

Figures as of end 2018

Brand Margin® in €

BRAND MARGIN (€)

20

15 15

25

23

20

14

28

33

2625

21

35

26

28

EUROPE AMERICAS ASPAC MEA


NORTH &

CENTRAL

AMERICAS

84%

Source : TrustYouby end of 2018

SOUTH

AMERICA

86%

EUROPE

82%

ASIA -

PACIFIC

86%

AFRICA &

MIDDLE EAST

84%

MERCURE

REPUTATION

PERFORMANCE

SCORE

84%

REPUTATION PERFORMANCE SCORE


DUBAI

3 Novotel Hotels

RevPAR INDEX = 103 to 144

LONDON

8 Novotel Hotels


PARIS

7 Novotel Hotels


BRUSSELS

2 Novotel Hotels


SYDNEY & MELBOURNE

8 Novotel Hotels


HONGKONG

3 Novotel Hotels


BEIJING & NANJING

3 Novotel Hotels


REVPAR AS OF END 2018

NEW YORK & MEXICO

2 Novotel Hotel


CAIRO

2 Novotel Hotels


Global average

Occupation rate

>70%


BUENOS AIRES

1 Novotel Hotel

RevPAR INDEX = 112

SAO PAULO

1 Novotel Hotel

RevPAR INDEX = 118

ACCOR DISTRIBUTION SOLUTION

Accor offers > 110 global distribution channels at best market conditions

The central Reservation

System (CRS) generates on

average

66%Of a hotel’s room revenue

WHY INVEST IN NOVOTEL | PERFORMANCE — 31Source : CRS Official figures as of end 2018

FOCUS ON WEB NOVOTEL.COM + ACCORHOTELS.COM +

MOBILE WEBSITES + PARTNER WEBSITES

DISTRIBUTION PERFORMANCE POWERED BY ACCORY

TD

DE

CE

MB

ER

2015

19%

15%

23%

10%

42% Novotel Room Revenue

1,012 M€ Novotel Room Revenue

30%HOTEL

PMS70%

OF NOVOTEL ROOM REVENUE

COMES THROUGH ACCOR

Central RESERVATION SYSTEM

CALL CENTERS, INTRA HOTEL &

CLUSTER SERVICES

ACCORHOTELS.COM,

NOVOTEL.COM, MOBILES

SITES & APP

WEB PARTNERS (OTAS)

GDS / IDS

36% DIRECT SALES

34% INDIRECT SALES

18%

17%

20%

7%

18%

18%

24%10%

WHY INVEST IN NOVOTEL | PERFORMANCE — 32Ofiicial figures as of end 2018

LE CLUB ACCORHOTELSY

TD

DE

CE

MB

ER

2015

ACCOR OWNS THE MOST INTERNATIONAL AND FAST GROWING LOYALTY PROGRAM

53MMembers worldwide

+27,700new members every

day

Le Club AccorHotels

represents

34.6%Of All Roomnights

Le Club AccorHotels

members average

revenue spent per

night in 2017

€116

10 14 1825

3240

534

4,7

70

100

120

2012 2013 2014 2015 2016 2017 2018

Le Club AccorHotels FRS loyalty program

Huazhu loyalty program

A Worldwide

program:

20 brands

3,500 hotels in 100

countries

Free enrollment

100% Web based program

More than 27,700 new

members every day

Le Club AccorHotels

represents 34.6% of all

roomnights

Partnerships with large

Airlines loyalty program:

Skyteam,

One World, Star Alliance…

Guests’ origin - Worldwide

106M

173M

WHY INVEST IN NOVOTEL | PERFORMANCE — 33Source: LCAH Official figures as of end 2018

DEVELOPMENT CRITERIAProgramming and development recommendations

AAA ultra city center

location, historic conversionWORLDWIDE

RECOMMENDED

NUMBER OF ROOMS150 keys and more 150 keys and +

ROOM AVERAGE SIZE 20 - 30 sqm 26 - 32 sqm

TGFA / ROOM 45 - 56 sqm 50 – 70 sqm

RECOMMENDED

NUMBER OF ROOMS120 keys and + 150 keys and +

ROOM AVERAGE SIZE 30 sqm32 - 36 sqm

+ balcony

TGFA / ROOM 45 – 50 sqm 55 – 70 sqm

FOOD & BEVERAGE

1 restaurant (preferably connected to bad)

1 Gourmet Bar (Hotel) or Boutique Gourmande (Novotel

Suites)

WELL-BEING

Fitness center In Balance (50 sqm min.)

Swimming pool (nice to have)

Spa(1)

MEETINGSMeeting room(1)

Web Corner

(1) Based on market demand

HO

TE

LR

ES

OR

T

PRIME

LOCATIONS

SECONDARY

LOCATIONS

AIRPORTS

SUBURBS

INTERNATIONAL

CAPITALS

KEY CITIES &

RESORTS

MAJOR

DOMESTIC

DESTINATIONS

OTHER CITIES &

ATTRACTIVE

TOURISTIC

DESTINATIONS


For more

information, please

connect to the internal

Accor platform.

This document is for

internal use only. Do

not distribute or

reproduce.

WHY INVEST IN NOVOTEL - Accor€¦ · hotels in 60 countries • Strong brand awareness > 50% in >...

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Transcript of WHY INVEST IN NOVOTEL - Accor€¦ · hotels in 60 countries • Strong brand awareness > 50% in >...